2025 U.S. Consumer Technology Ownership & Market Potential Study

This CTA Research study is conducted annually across ten consumer technology categories spanning 89 technology products among U.S. households, with a goal of establishing two key metrics: 

• Degree of Ownership:  Establish household penetration (ownership) rates of consumer technology products within the U.S.
• Purchase Intent: Monitor the proportion of U.S. households planning to purchase consumer technology products within the next 12 months

The study also identifies initial household penetrations of emerging tech products. Technologies covered include:

• TVs (e.g., OLED, 4K, smart TVs)
• Smartwatches
• Video game consoles
• Computing devices (e.g., laptops, desktops, tablets)
• Smartphones
• Smart home devices
• Audio devices
• Lifestyle tech (e.g., pet tech, drones, electric scooters)
• And many more